Best Alternative 10Q Moments of 2022

This week, we look back at 2022 with the best answers to some of our best questions.

Robbie Lloyd
VP/Alternative & Active Rock Promo
Interscope (1/11/22)  

"If Alternative Radio can fully embrace their communities with their jocks, events, webpages, just comprehensive conversations with their listeners, everything will be ok. That is HARD and A LOT of work, but it is what makes radio unique from being just another centrally controlled, algorithmic medium. I think if we've learned anything over the past couple years it's that people really need and want to be heard and acknowledged. Give yourself any and every ability to listen to your listeners and the rewards will be huge."

Chris Jackson
VP/Programming
KZIA-HD4 (X107.5)/Cedar Rapids, IA (1/18/22)

"The tough part about launching an Alternative station in a market that never had this format is how much music this audience has missed out on. So, I had to start by making the music library as familiar as possible. It's almost like I have to turn people on to recurrents for the first time. Which is why I built the station on the classic 90's & 00's hits. But that allows me to keep people listening while turning them on to the new stuff too. As far as imaging goes, I've always loved KROQ's sound and attitude. All the stuff John Frost did was outstanding and that same level of humor and entertainment still exists on the station. I did my best to bring that same humor to this station. Besides, all rock radio imaging in this market has been way too over the top. We will never take ourselves too serious on X1075 and the imaging reflects that."

Bryan "B-Large" Avila
APD/nights
KTCL (Channel 93.3)/Denver (1/25/22)

"Nerf is awesome. He is a great music mind and a great mentor. I always say the Channel 93.3 Staff is like a family, and he's my big brother!"

Peter Berard
Label Manager
DOMINO North American (2/1/22)

"We can't contain our excitement about Wet Leg — Rhian and Hester formed on a Ferris wheel in the Isle of Wight, UK and we joined the ride not long after. It has been a hell of a lot of fun bringing their music about chaise longues and Buffalo 66 to Alternative radio." 

"Mel" Melissa Holden
Middays & Regional Content Director
WQMP (FM101.9)/Orlando (2/8/22)

"I've got two loves - the music and the people. There are so many dedicated, creative, passionate people that I've met over the years in radio. People so in love with their jobs that they work for pennies to stay within the special community that is this industry. Getting radio folks together in one room for a meeting is always madness but it's incredible to see that much raw talent working together. And the music! There's nothing that affects me the way music does. It can change my mood from happy to sad to thoughtful to angry and sometimes that's just in one song. I love the surprises new music brings." 

Brian Phillips
Mornings/Production Director
WWCD (CD92.9)/Columbus, OH (2/15/22)

"We've had a couple of close calls over the years, but Randy Malloy, our owner, will not let the dream die. At this point nothing really scares us. It's gratifying to be at a place that truly is embedded in the community in so many positive ways."  

Dave Jackson
PD
KXNA (The X 104.9)/Fayetteville, AR (2/22/22)

"Alternative is a tough sell in the South, so we tend to stick with guitar driven new music and heavy emphasis on familiar gold cuts."

Tony Mazur
PD
Ex-WNWV (107.3 Alternative Cleveland)/Cleveland (3/1/22)

"The previous incarnation of 107.3 was heavy on currents, and many of which we still play. But this rebrand allows us to dip into the classics from the 1990s and 2000s. In fact, many alternative golds have not been heard on Cleveland radio in over a decade, so I feel this fills some gaps. It's a nice balance of '90s hits from Nirvana and Pearl Jam to the '00s chart-toppers in The Killers and Kings of Leon, to the currents of today such as Wolf Alice and AJR."

Eddie Gutierrez
GM/PD
KJEE/Santa Barbara, CA (3/8/22)

"Being live and local in a small market is very important. With the pandemic, we had to adapt to the way people listened to the radio. With many working out of their homes now, we adjusted ourselves to put more local news breaks during music hours during the height of the pandemic. Our DJs are great about always promoting the local music scene and local community events."

Cassiday Proctor
Morning Co-Host
WEDG (103.3 The Edge)/Buffalo (3/15/22)

"We (Anthony) both worked at Hubbard St. Louis, but we never worked together. In fact, I'm not sure we ever had any conversations outside of basic hallway small talk. When I landed mornings here in Buffalo, Anthony was one of the first people I thought of as we made a list of candidates for co-host. He has so much untapped talent and ability, yet no one has ever been smart enough to put him in mornings. I'd like to think I'm just smarter than those people. Seriously though, I wouldn't have made it as far as I did in radio without someone seeing something special in me and giving me a chance. Anthony just needed that chance." 

Nelson
Morning Host
KIWR (89-7 The River)/Omaha (3/22/22)

"I take a 20 minute break after each show and then I sit down at the computer and start building tomorrow's show. It begins by seeing what's trending and deciding if it's relevant to the audience. From there I like to leave holes open to fill with character defining and lifestyle content that I see throughout the day. Then in the morning when I get in, I talk with the other members of the show and see what's happening in their lives to determine what we can convert into relevant breaks."

Lux
Afternooner
Ex-KPNT (105.7 The Point)/St. Louis (3/29/22)

"I was such a fan of the station growing up. I bought my first Pointfest tickets my senior year of high school, to think of almost 30 years I've been here 15…. BONKERS. As for ratings, if you had told me in 2007 when #1 rate show had like 1.8% share, that we would someday hold 15-22% share…. I would have NEVER believed you. I still bug out every time we get our ratings. I know some of it is that we have no competing Alt station but even when we did, we still dominated. St. Louis is special in that we don't have HUGE stars, movie or TV, no NBA or NFL….and we LOVE 90's alt….so I don't see the ratings changing when I go. I know STL will continue to tune in, me included."

Jessie Sabella
Middayer
WRFF (ALT 104.5)/Philadelphia (4/5/22)

"As far as connecting with strangers, that's what keeps me alive. It's like an immediate dopamine rush knowing that we can all look to find something in common with anyone in this world, which can make us all better and happier people in the grand scheme of life. I live for those moments because I feel like it keeps the mind positive and brighter, so I try to keep that thought with me every time I crack open the mic."

Izzy
Morning Show Host
KDKB (ALT AZ 93-3)/Phoenix (4/12/22)

"Hosting my own Morning Show gives me complete creative freedom, which is actually pretty nice. There's definitely more pressure being the only person on the show, but it feels good knowing that it's all content I've chosen specifically for the listeners. Plus, making the listeners part of my show has been such a blast." 

Christy Taylor
Brand Manager
AUDACY Regional (4/19/22)

"Radio has the ability to provide local, lifestyle brands that truly can embrace the scene in a way that streaming playlists aren't able to."

Braden Merrick
President
Bright Antenna Records (4/26/22)

"I'm so proud of our longevity and that our team is intact and thriving. I'm really proud that after 15 years we can still provide what we feel is the best label service to all of our artists that sign here. As you know, it takes a lot of energy. We're all still really hungry and our recent successes with Wilderado and Fana Hues show that."

Dave Levora
Director Of Rock Formats
Regional Media (5/3/22)

"The significantly larger playlist is our secret sauce. Audiences can access any song they want at any time they want to hear it. Some will argue that limitless musical availability makes all of us obsolete but that's only true if we insist on adhering to a playbook that was written DECADES before the advent of streaming music."

Alyssa Haberman
Middayer
KBZT (ALT 949)/San Diego (5/10/22)

"I really love doing local content – that's my sweet spot. There's just something so cool about getting to talk to strangers via the radio, but knowing that they will know exactly what I'm talking about, if that makes sense? We all have this common denominator of being San Diegans, so it automatically just kinda feels like we're pals. I also really love getting to meet listeners in-person at concerts and festivals and events! Again, it's just one of those things where when I meet a listener, we are just automatically friends."

Tommy Mattern
OM/PD
KPNT (105.7 The Point)/St. Louis (5/17/22)

"The Point has always been the Active-Alternative in the market when it comes to current product. I think we cherry pick the best (for St. Louis) from both formats and that forms our playlist. 90's Alt, Grunge, and Hard Rock are still the glue that hold the station together and we are finally getting more titles from the early 00's. We try the best of the pop stuff and are usually amazed when something works."

Troy Hanson
PD
Cumulus VP/Programming, Rock Formats & WKQX (Q101)/Chicago (5/24/22)

"We have an extensive Outdoor campaign called BACK HOME. The modest, simple logo, coupled with the BACK HOME messaging as part of connecting the emotional fabric of familiarity, coupled with the warm sense that HOME brings to all of us. (Props J9!) We've matched that Outdoor with a digital video push out that echoes those similar touching points of Chicago – Home, Sears Tower (Willis Tower), Comiskey Park (Guaranteed Rate Field), Marshall Fields (Macy's) – all key iconic brands of Chicago with significant names changes that are all still called their original name by the locals. We may have been 101 WKQX, but everybody called us Q101. that can be incredibly challenging when you are a completely separate entity called that, with a completely different set of value purposes & messaging inside the marketplace muddying the waters and causing confusion with the listeners seeking us out in the digital space."                                     

Jonah Griss-Bush
Brand Manager
WRRV/Hudson Valley, NY (5/31/22)

"Bringing great live alternative acts to the Hudson Valley and sharing them with our audience is really the embodiment of who we are as a station. I've found a similarity with country and alternative formats is that there's real passion about the music and an openness to discovering new acts. Being able to have these monthly events with our listeners is very special, and to be back live and in person is of course huge."

Garrett Capone
VP/Promotion & GM Of Rock Music
Crush Music (6/7/22)

"Weezer is one of the most iconic & influential, and at the same time underrated & underestimated, bands of all time. And they are even more important now than ever before. Blessed to play a part in changing the narrative."

Shawn Lucero
PD
KRXP (X1039)/Colorado Springs (6/14/22)

"Our owners believe in live radio. It's important we deliver for them and for our market. Colorado Springs has always been a hyper local community and we're proud to be a part of keeping that spirit alive as well as helping new and established local businesses increase their traffic. It's also a growing city so being able to have new listeners reach live in the studio and interact with the jocks is so important."

Jordin Silver
Middayer
KRBZ (ALT 96.5)/Kansas City (6/21/22)

"To me it's not a job but a lifestyle. I always try to live as in-sync with the target demographic of the station as possible." 

Booker
Afternoon Co-Host
KYSR (ALT 98.7)/Los Angeles (6/28/22)

"It's a ton easier when you've been friends and picked each other up for years prior to joining forces as one. When you know someone is already great, the challenge becomes 'how do we now become great together."

Jason Ginty
PD
WZRH (ALT 92.1)/New Orleans (7/5/22)

"I'm part of a team with many missions and daily challenges. We're all in it together. I encourage feedback good or bad on the sound of the station and processes. How can we achieve the station goals and individual goals? I don't consider myself a 'boss' until I have to fill out forms or put out a fire."

Jamie Hyatt
SVP/Programming & PD
iHeartMedia/Honolulu & KUCD (Star 101.9) (7/12/22)

We're simply playing what radio listeners in Honolulu perceive as Alternative music in 2022. That which is 'Alternative' is subjective and determined by what it is an "Alternative" to. KUCD is the alternative to Top 40, AC, Rhythmic and Hawaiian Reggae in Honolulu so we get to play the hits that the other formats don't play. And remember, pop is short for popular. So yes, we lean very popular. I think everyone should play popular music. Who wants to listen to unpopular music?

Big Rob
Brand Manager
KMAX (94.3 THE X)/Ft. Collins (7/19/22)

"I just like to have fun. I feel like if we're having fun behind the scenes, our listers will have that same fun. I love creating fun interactive contests and giving our listeners reasons to not just turn us on, but remember us. I really love the music and have had a blast getting outside of my CHR bubble these last 8 months." 

Amy Presley
PD
KACV (FM 90)/Amarillo (7/26/22)

"We have 100,000 watts. We're up there with every commercial station in town. The best part about having that much power in this area is the flat landscape. Our signal goes a looooong way because there's nothing blocking it. On most days you can pick us up in about 13 counties of the Texas Panhandle."

Cousin Corey
Truck Host
New Music Food (8/2/22)

"We have a slot on the show called "The After Dinner Mint." It's our last song of every episode. This slot is dedicated to artists who send us their music for consideration. A show that can be heard all over the world, which gives unsigned and DIY artists from all over the world a platform for their music to be heard?  It's a pretty cool thing, especially in this day and age if you think about it." 

Christian Hall
Content Director
CKKS (SONiC)/Vancouver (8/9/22)

"After developing the X brand for 15 years, it was weird to inherit one (SONiC). But there are a lot of similarities that made the transition an easy one. The biggest one being any successful ALT is only successful if it can create a unique inclusive space for its audience. It's truly the most diverse of formats musically, so you need to expect that from the audience as well. Once you embrace, they're all here for discovery, it drops the worry of having to do everything perfect. This audience won't vilify you for trying something new, even if they don't like it. That goes for the content from the hosts as well. It's what they've signed up for."

Marc Kordelos
Agent 001
U.N.C.L.E. (8/16/22)

"I got a call from Wendy Rollins (who was working for Osiris Media platform at the time) last year and she convinced me that there seems to be a void out there with connecting radio, labels, management and artists. Sounded like an interesting idea for a Podcast, especially since Agent 0013, Dead Air Dave is a built in radio talent and force. Dave and I brainstormed and started pitching the idea to label reps. and we got amazing feedback. The idea is to infuse an artist that has a new single/LP and pair them up with a radio person that helped break them or has taken keen interest in them while bringing in a label person and or manager to top things off. It's a good recipe and helps spread the artist, radio and the label into a realm for your average listener into be a music insider from this perspective."

Jon Manley
Label Manager
INgrooves (8/23/22)

"While we don't pitch to radio, we do help our artists achieve radio success by helping them build solid DSP profiles, that helps with those magic streaming numbers that so many programmers are (justifiably) enamored with. We can also provide them insights into who and where their fans are, which can help them be more strategic and focus on what stations and formats they should potentially target for air campaigns."

Tanya Ardoin
Brand Manager
KYMK/Lafayette, LA (8/30/22)

"I try to freshen up the imaging as much as possible to keep it cool and local. The secret to producing 106.3's imaging is to keep it current and fresh. I work with an awesome team at Mix Group. I love those guys! I would describe 1063 Radio Lafayette as cool fun and edgy. We play retro alternative and new songs. We are different because we also play local music. This gives our Louisiana independent artists a chance to be heard."

Corey Irwin
Executive Producer
Out Of Order With Striker (9/6/22)

"It's funny, the concept of Out Of Order is simple: It's a countdown show that doesn't care about numbers. Sure, we always end with No. 1, but everything else is completely random. Behind the scenes, I don't care about numbers either. Sales and streaming stats mean very little to me. Just because a song is successful doesn't mean it's good. So, when people come to me with new music for Out Of Order, all I care about is the quality of the song. If there's something in their music that's catchy, relatable, interesting, memorable, etc. we're gonna give it a spin."

Christen Limon
Night Personality
KYSR (ALT 98.7)/Los Angeles (9/13/22)

"I am all about showcasing new music, in fact it's become one of my favorite bragging rights. I get to play the most new music at night and I love exposing new artists to our audience. I also love the interaction with my city and getting to know the ALT 98.7 audience beyond the surface. I genuinely have so much fun getting our listener's opinions on various local topics, I don't think any audience has made me laugh harder or put me on to cool new spots or hidden gems throughout the city."

Derric Tanner
PM Drive
KNRK (94/7))/Portland, OR (9/20/22)

"My content is very music centric. I do a 94 minute commercial free stretch from 3:45ish-5:15ish. At 6p, I have a really fun segment that carried over from my predecessor, Gustav, called the Perfect Playlist. This is where I play a 5 song playlist that a listener chooses, no really, whatever they want! I make the segment about the listener, I tell their Portland story, share parts of their life, why they picked the songs, and sometimes I can even convince them to come on air with me." 

Mike DePippa
SVP/Promotion & Artist Development
Thirty Tigers (9/27/22)

"Our thought process on our deals is: 1) we have to love the music 2) we look for a strong narrative/vision 3) we ask ourselves do we have what it takes to bring this to market and do the best job possible for the artist." 

Ross Mahoney
RVP/Alternative Programming
Audacy (10/4/22)

"I oversee 4 very different markets. I think the format has realized that one size fits all programming doesn't work. Trying to make Programming decisions that reflect these very different markets, and their very different needs can be overwhelming. 4 different Market Managers, 4 different Sales teams, 4 different Promo/Marketing teams and 4 different Programming Staffs. It's a lot of meetings."

Tim Rainey
Morning Show Host
KRAT (ALT 92.1)/Reno, NV (10/11/22)

"Being on the air still provides a creative outlet that nearly every jock will say is 'still a rush.' I've always been vocal about radio continuing to serve the community. In all the positions in my career, I've expressed how important it was to make the brands community focused in between the songs. Whether it's imaging, community service, locality, whatever it is, it's why your listeners come to you. I love still being able to create fun content that serves the community, even if I am a few hundred miles away."

Alex Waters
Night Host
KRXP (X103.9)/Colorado Springs (10/18/22)

"Content is key. That's the one thing that makes radio better than streaming, and the fact that Spotify tried to launch a 'morning show' with The Get Up proves that they know it, too. That's why every day on both Waters After Hours and The Gluten-Free Radio Show, I strive to create an experience that's irreplaceable, built on real content. It's clear now that radio needs more young people (my age-ish) who aren't afraid to just 'do something' in between songs. Once that becomes the norm and not the exception, we'll start to find our industry doing a lot better off than most people think!"

Ben Marcotte
VP/Programming
WOLT (INDY 103.3)/Indianapolis (10/25/22)

"The world around us is constantly changing, and so are the habits, tastes, and needs of our audience. Ultimately, it's on us to continue to check in, and ask our listeners what they want, take that feedback, and go to work implementing it."

Liv Maddix
PM Drive
KPNT (105.7 THE POINT)/ST. LOUIS (11/1/22)

"Being able to reach so many people. It's a huge responsibility that I don't take lightly, but if I could make just one person laugh or improve their day, that's invaluable to me."

Josh Venable
PD & Stephens Media Group Format Captain
KMYZ (Z104.5, The Edge)/Tulsa (11/8/22)

"I try and ask my daughter's opinion a lot because she and her friends will all grow into the 18-34 women numbers I constantly chase. I always say that Paul Weller line, 'The kids know where it's at.' I think every label needs a 16 year old on staff to tell them what's hot and what isn't. I guess I program the station as a station I'd want to listen to. I know that sounds simple and maybe it is. I like a little bit of old stuff that reminds me of my youth. The peanut butter that holds the jelly in place. Then I like some new music like The Beths or Girl In Red or whatever. I grew up listening to the radio to discover new music so that's a big part of it."

Billy Burrs
SVP/Artist Development And Global Commerce
The Syndicate (11/15/22)

"The main difference is no field staff or the label infrastructure. Quarterbacking projects for Indie labels and small majors is really fun...Applying 25 years of experience to those projects. I can work with who I want to, and also bring in business not related to Radio because I've been around so long… Like an old piece of wood." 

Lynn Barstow
PD
KROX (101X)/Austin (11/22/22)

"Overall station performance was miserable during peak pandemic as white-collar Austin stayed home; that's improved a ton. The new morning show is way up, while PM Drive has been a success from pretty much the moment we built a personality-driven show there. Over the first 10 months of the year, both shows have been top-5 on average, A25-54."

Lenny Diana
PD
WGBJ (ALT 99.5 & 102.3 FM)/Ft. Wayne (11/29/22)

"I believe if we do not start to champion newer bands the format is going to disappear. Short sighted thinking and the relentless pursuit of finding a music driver instead of playing the songs you want to ultimately represent your brand has taken its toll. Turns out cliches like, 'tight is right' and 'it's what's in between the records' were a dead end. How about, 'Have a focused balanced brand and serve your city" instead of gaslighting people into a 1991 to 2005 era of music was the only music that matters narrative that's not strong enough to stand on its own? We strive to be balanced across all eras with the best of the best and play new music."

Dan Connelly
VP/Promotion Alternative/AAA
CAPITOL MUSIC GROUP (12/6/22)

"I think Alternative radio programmers are focused on building & strengthening their station brands and super serving their listening audience. We are looking to bring them the best artists and songs for their stations."